Good Fat began as a side hustle, grew into a business and eventually flew the nest. Whilst working on a number of food packaging projects in 2018, we spotted a gap in the market for Avocado Oil Mayonnaise. Already big in the US, Avo’ mayo hadn’t yet hit the UK and we knew we had stumbled upon something potentially special.

We didn’t have to look very hard to see that mayonnaise was a boring category dominated by FMCG giants Hellman’s and Heinz with over 95% of the market. As such we knew only a bold, brazen and anti-establishment brand would do.

To have any chance of standing out, it needed some serious shelf appeal, and being big fans of the craft beer movement we looked outside of condiments for inspiration. Over time, through extensive research and design exploration, we developed the bold punk-inspired postmodern mayo brand and the name ‘Good Fat’.

Edgy brush fonts, rough background textures and vibrant colours injected attitude into the product labels, whilst playful puns were penned to add personality and approachability.

Targeted at a 18-45 foodie demographic, Good Fat needed to be #instagrammable. We created an entirely 3D pre-launch social campaign to tease the range, before a single jar had rolled off the production line. Once we had our hands on the physical products, we photographed them from our dedicated photography studio. This deliberate, drip-fed, social campaign worked wonders, racking up over 1000 followers in the first three months!

Ultimately, Good Fat outgrew us and was acquired by a leading avocado oil producer in the summer of 2020.